Meta Muse Can Now Call US Businesses for Paid Users

Meta is rolling out a feature that lets its Muse AI assistant call US businesses on behalf of paying users. Meta chief AI officer Alexandr Wang announced the wider availability on 12 November after a limited test that began in September. The feature moves Muse beyond answering questions on a screen and into a routine task that still often requires a phone call.

A user could ask the assistant to contact a restaurant about a reservation, enquire about a service or deal with a customer support line. TechCrunch reports that the calling option is available to paid Muse subscribers in the United States. Meta has not announced a wider international rollout, and a request to place a call should not be mistaken for a guarantee that the business will answer or complete the task.

Many services have online booking and chat, but smaller businesses and support departments still rely on voice. That makes calling a useful test of whether an AI agent can act on a person’s behalf in the real world. A successful call requires more than fluent speech. The assistant must understand the user’s goal, answer follow-up questions, recognise when it lacks authority and report the outcome accurately.

Meta has been building Muse around that broader idea of task completion. In a recent research update, the company said newer specialised models were trained to keep working towards a goal when unexpected obstacles appear. It reported improved results on its own everyday-task evaluations. Those are company benchmarks rather than evidence that every live telephone conversation will go smoothly.

There are also practical limits. A receptionist may choose not to talk to an automated caller, while a complicated query can require identity checks or a human decision. Users should know what information the assistant is allowed to share, whether a call is recorded and how any commitment made during the conversation will be confirmed. Businesses on the receiving end need a clear way to identify who or what is calling.

Keeping the launch to paying US subscribers gives Meta a narrower setting in which to test demand and monitor failures. It also makes the feature part of the competition to persuade users that an AI subscription saves them time, rather than merely producing better answers. The value will be judged by completed calls and dependable follow-through, not the number of calls placed.

TechBooky has previously covered Meta’s work on custom spaces in Muse. Calling businesses extends that effort into an interaction with people who did not choose to use the app. The next questions are how often those calls succeed, what safeguards Meta offers both parties and whether it expands access beyond the United States.